Sonata Zone

MOTIVATION

01. Emotional Sonata
Generally, in the automobile adverts, you can see a running car with the fast speed, and also rich informations of its performance and progressive functions. 
Hyundai Motors airs emotional commercials for Sonata which is the signature brand of the company. In the ads, Sonata is not just a car for the maximum performance. It advices us how to enjoy and be with "the moving friend" rather than propagates its abilities.
“Just stop, and listen to music out of Sonata”, “Stop, and feel the raindrop through the sunroof”, “Open the window and feel the morning air”. Hyundai suggests a new way to enjoy the automobile and tries to make a new culture. This emotional marketing should be expanded to other promotions such as motor-shows and displaying places. 

02. Monotonous Showrooms
Every car showroom has same contents; the newest cars, dealers and comfy sofas. These monotonous places discourage people to experience the products and the place actively. Especially, people who don’t want to buy a car for the present are not comfortable to enjoy cars.
People want more accessible and familiar spaces to understand a new car.

03. Women Drivers
According to a report from UMTRI, women-drivers in the US are over 50% in 2012. It means automobile companies should focus on female consumers as their main target. 
Some brands have suggested special marketing and women-only options, but most of them are temporary and superficial approaches. 
It is important to make potential customers experience Sonata brand as a whole and details of the car naturally in their day-to-day life. It is because women prefers practical functions but they rarely visit showroom or drive their friend’s car to buy a car.

SONATA ZONE
This is a brand-new place for promoting Sonata. It is not a certain space displaying cars, but a differentiated zone made of Sonata’s interior elements and functions such as seats, center fascia controllers, speaker, and so on. This special place will be installed in a movie theater, a nursing room and a toilet at a huge shopping mall with Hyundai symbol. 
People can experience Sonata’s functional value and design philosophy naturally during they shop in the mall. Especially for women, they can understand the car without dealer’s complicating explanation.

01. This VIP theater is inspired by the drive-in theater. Only few chairs are installed sparsely so that customers can feel comfortable in their own space. Every single chairs has its own cooling / heating system and speakers as well. Customers can control temperature and volume for the best condition for enjoying movie. 

02. A nursing room made of Sonata’s interior details. Moms feel comfortable with wide space and heating seat. Little boys or girls can play with fake wheel and toys while mother is nursing a baby.

03. The toilet is women’s secret place. They fix their make-up, make a phone call, have small talk and so on, so the toilet should maintain pleasant atmosphere. Sonata’s inner details will make the place comfortable and witty. The dressing table is inspired by Sonata’s dashboard. Side mirrors will help girls powder their nose, and every drawers has free condoms and sanitary pads. Women’s toilet has a safety bell and a door lock designed as the Sonata’s horn and inner door. Men’s urinal has a humorous graffiti preventing make other parts dirty.

2013
Seoul, Korea
Solo